Find your True North with Emirates and Spotify

Emirates has partnered with online music platform Spotify to help Australians discover their ideal travel destination.

The ‘True North’ campaign is an interactive, personalised experience that connects users with destinations around the world that match with their musical preferences. It works by collecting the user’s Spotify listening history and using a custom algorithm to find their ideal travel destination, which each featured city having tis own unique music profile, that defining what is musically unique about it.

“Emirates is committed to connecting travellers to new destinations, music and cultures as part of its vast global route network,” Emirates divisional senior vice president corporate communications, marketing and brand, Boutros Boutros says.

“Each destination has a story to tell, from the music to the people, which is why we continue to improve connectivity for our passengers.”

Users can identify their True North by linking their Spotify account and answering a series of questions about their music taste in order to be matched with one of 12 destinations from Emirates’ global network. Their recommended destination is then determined by matching the musical genres distinctly popular in that region with the genres that are distinct for that person, based on their Spotify profiles.

Upon landing at their True North destination on the microsite, users will be delivered a unique Spotify playlist developed exclusively for them based on their music taste, as well as a bespoke guide by hand-picked locals in each destination. The ‘insider guide’ will include the music scene of each destination, ranging from curated Spotify playlists to local music hotspots and best places to stay in the heart of the music scene.

The experience is not limited to Spotify users alone, anyone can still visit the microsite and discover their True North by answering questions on their musical taste.

Australian travellers will have more connections to their True North destinations, with a fourth daily Sydney service set to launch on 25 March 2018. The airlines will also upgrade its third daily Melbourne service to an A380 from the same date.

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